By the end of 2010, key measurements of the U.S. hotel industry will increase in two of them.According to STR, occupancy projects in 2010 will increase by 4.4% to an annual average of 57.1%, the average daily rate (ADR) will end the year with a small decrease of 0.1% to US$ 97.74, while revenue per available room, RevPAR, will grow 4.3% to US$55.77.
Mark Lomanno, president of STR, explained that the magnitude of the recovery will depend on the growth trajectory of the room rate. "We are a little concerned about the ADR situation. The industry is currently facing a lot of challenges, and there is all sorts of pressure on ADR numbers," he said.
Supply is expected to increase by 2.2% in 2010 and demand is projected to increase by 6.6%.
STR also expects the industry to grow by the end of 2011 on all three measures. Occupancy would increase by 1.4% to 57.9%, ADR could rise 3.9% to US$101.55 and RevPAR would be above 5.3% for US$58.75. By next year supply could grow 1.1% and demand 2.5%.
